Category management is a development of the
brand management approach to product development, and was developed to take account of the growing power of some retailers. Retail products are broken into like groupings called Categories. These groupings are then managed as business units and will go through business reviews on an ongoing basis to determine growth,
profitability, trends and future opportunities.
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managing the products cooperatively with the suppliers usinmg product categories as strategic business units rather that individual brands so as to achieve optimum customer satisfaction; used in ECR.
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